Session 1

Overview of Digital Marketing

12/3/2018 Dr. Rajeev Sirohi, LBSIM 1

 Learning Objectives

• What is Digital Marketing?

• Why You need a Digital Marketing Strategy?
• Understand the 3i principles of digital
marketing strategy.

12/3/2018 Dr. Rajeev Sirohi, LBSIM 2

 Amazing Facts Of These Companies
Company Established Revenue (2017) Market Cap
(2018)
Google 1998 110 billion USD 753 billion USD
Facebook 2006 40 billion USD 507 billion USD
Amazon 1994 178 billion USD 1000 billion USD
Alibaba 1999 40 billion USD 458 billion USD
Flipkart 2007 3 billion USD 16 billion USD

Dr. Rajeev Sirohi, LBSIM 1-3 12/3/2018

Dr. Rajeev Sirohi, LBSIM 1-4 12/3/2018
 Digital Marketing
• Digital marketing is also referred to as web
marketing, online marketing, internet marketing.

• Digital marketing is just like traditional marketing,

except customers are reached online.

• Digital marketing is marketing technique that makes

use of electronic devices like desktops, laptops,
phones, and tabs along with internet medium.

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Why You need a Digital Marketing Strategy?
Reach

Dr. Rajeev Sirohi, LBSIM 1-6 12/3/2018

Why You need a Digital Marketing Strategy?
Reach
Internet Users By Country between 2000 - 2017

Country Internet Users Penetration

(2000) 2017 (2000) 2017

China (2) 77 crore (1.5%) 55%

India (0.5) 46 crore (0.5%)34%

US (9) 31 crore (32%)97%

Dr. Rajeev Sirohi, LBSIM 1-7 12/3/2018

Why You need a Digital Marketing Strategy?

• Target the right audience

• Cost effective

• Engagement

• High return on investment

• Scale the business very fast

Dr. Rajeev Sirohi, LBSIM 1-8 12/3/2018

Your Business and Digital Marketing
Digital Marketing – Yes or No
Two key questions you need to answer:

• Is my audience online or is it going to be online?

• Are my products, services or brands suited to digital marketing?

Dr. Rajeev Sirohi, LBSIM 1-9 12/3/2018

Defining Your Digital Marketing Strategy
Laying Strong Digital Foundations
Know your business
 Are your products or services suited to online promotion?
 Do you have the right technology, skills and infrastructure in
place?
 How will digital marketing fit into your existing business
processes?
 Do those processes need to change?
 Are you and your staff ready to accommodate those changes?

Dr. Rajeev Sirohi, LBSIM 1-10 12/3/2018

Defining Your Digital Marketing Strategy
Laying Strong Digital Foundations
Know your competitors
 Who are your main competitors in the digital marketplace?
 Are they the same as your offline competitors?
 What are they doing right and what are they doing wrong?
 What aren’t they doing at all?
 How can you differentiate your online offering from theirs?

Dr. Rajeev Sirohi, LBSIM 1-11 12/3/2018

Defining Your Digital Marketing Strategy
Laying Strong Digital Foundations
Know your customers
 Who are your customers and what do they want from you?
 Are you going to be servicing the same customer base online, or
are you fishing for business from a completely new demographic?
 How do the customers you’re targeting use digital technology,
and how can you harness that knowledge to engage in a
productive and ongoing relationship with them?

Dr. Rajeev Sirohi, LBSIM 1-12 12/3/2018

Defining Your Digital Marketing Strategy
Laying Strong Digital Foundations
Know what you want to achieve
 What do you want to get out of digital marketing?
 Are you looking to generate online sales, create a source of
targeted sales leads, improve your brand awareness among
online communities, all of the above or perhaps something
completely different?

Dr. Rajeev Sirohi, LBSIM 1-13 12/3/2018

Defining Your Digital Marketing Strategy
Laying Strong Digital Foundations
Know how you are doing
 How is your digital campaign progressing?
 Are certain digital channels delivering more traffic than others?
Why is that?
 What about conversion rates?
 How much of that increased traffic results in tangible value to
your business?

Dr. Rajeev Sirohi, LBSIM 1-14 12/3/2018

 The 3I Principles
The 3i Principles are key to a successful marketing strategy.

1. Initiate 2. Iterate 3. Integrate

• Customer is starting • Publish, track respond, • Integrate efforts across
and finishing point of tweak and repeat digital channels
all digital activities • Change your campaign • Integrate traditional
• Let the customer based on customer and digital marketing
decide interaction efforts
• Listen more. Facilitate • Integrate your
2-way conversation. reporting sources

12/3/2018 Dr. Rajeev Sirohi, LBSIM 15

 Principle 1: Initiate
• The answer to any question regarding budget,
resources, strategy, channels etc . Can be found if we
listen to customers.
• The customer is starting and end point of all digital
activities.
• Digital channels should be regarded as an interaction
channel to facilitate a two-way interaction.
• By taking time to find out what customers are doing
online, the digital activities can become more
effective.
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 Principle 2: Iterate
• Within minutes of publishing an ad, we can see what
the click-through rates, response rates and conversion
rates are.
• Digital content can be changed multiple times.
• Principle 2 emphasizes the importance of tweaking a
digital marketing campaign in response to user
interaction
• The digital marketing channel is most effective when
you apply an iterative process and the more iterations
of the campaign you apply, the more effective it
becomes.
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 Principle 3: Integrate
• Integrate Your Efforts across Digital Channels
- Using information gleaned through one channel to
improve the effectiveness of another digital channel.
- Sharing information learned through one channel (e.g.
SEO insights) with email marketing team.
• Integrate Your Digital and Traditional Marketing
Efforts
- Using information gathered through digital channels
into your traditional marketing strategy.
- For example, a radio ad should use keywords used in
SEO.

12/3/2018 Dr. Rajeev Sirohi, LBSIM 18

 Principle 3: Integrate

•Integrate Your Reporting Sources

- Companies who engage in digital marketing
obtain a huge amount of data about customers.
- It is important to gather the data in a way that
allows good business decisions.
- Tools such as Google Analytics can help
organize and query the data as required.

12/3/2018 Dr. Rajeev Sirohi, LBSIM 19

 Essential Web Marketing Skills
• Research skills
• Planning skills
• Budgeting skills
• Project management skills
• Copywriting skills
• Analytical skills
• Communication skills
• Technical skills
• Think Like the Customer

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